TechNavio's analysts forecast the Global Marketing Automation market to
grow at a CAGR of 8.16 percent over the period 2011-2015. One of the key
factors contributing to this market growth is the need to enhance
marketing communication. The Global Marketing Automation market has also
been witnessing the emergence of SaaS-based marketing automation.
However, the increasing complexity in the effective adoption of the
software could pose a challenge to the growth of this market.

Commenting on the report, an analyst from TechNavio's Enterprise
Computing team said: ''With the advent of cloud computing technology
that offers huge space for data storage, access flexibility and
scalability, software as a service (SaaS)-based marketing automation
software is increasingly being developed. The SaaS model for marketing
automation offers a pay-per-use model, which provides cost-effective
accessibility and a paradigm where marketing automation software can be
accessed at any time and in any place by multiple users. Furthermore, it
enables organizations to scale their marketing automation modules much
more easily. Hence, the Global Marketing Automation market is witnessing
a trend where many vendors in the market have begun to offer their
marketing automation software through the SaaS model to expand their
services and enter new markets.''

According to the report, one of the major drivers is the need to enhance
marketing communication. The effective deployment of marketing
automation software enables extended customer visualization, leading to
assured, automatic, auditable, consistent and high-quality communication
associated with marketing processes.

Further, the report discusses that the increasing complexity in the
effective adoption of the software is one of the major challenges
confronting the market.

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